Your unique hook is to highlight your brand’s values.  You can shape your core message around your biggest value(s) to stand out. You’ve got something special about your business that you can share with your target audience - you care.  It’s not only about the product or service you’re selling — your values fuel the reputation of your business, showcasing what you stand for.

Consumers today have come to expect more from brands and are seeking…

ALIGNMENT WITH THEIR OWN VALUES

…in order to follow, engage with or purchase from a company.

Ben & Jerry’s is a value-driven brand.

Ben & Jerry’s may be equally known and loved for their phenomenal ice cream flavors as they are for their brand activism.

Here’s how they talk about their values:

“We love making ice cream - but using our business to make the world a better place gives our work its meaning.”

They go on to say: 

“Guided by our Core Values, we seek in all we do, at every level of our business, to advance human rights and dignity, support social and economic justice for historically marginalized communities, and protect and restore the Earth's natural systems. In other words: we use ice cream to change the world.”

Central to the Mission of Ben & Jerry's is the belief that all three parts of its mission must thrive equally (their product mission, economic mission and social mission) in a manner that commands deep respect for individuals inside and outside the Company and supports the communities of which they are a part.

This is just one example of a value-driven brand that sets themselves apart and connects with its audience in a very transparent and authentic way.

HOW TO IMPLEMENT YOUR UNIQUE HOOK

How do you feature your core values as a unique hook?

01. Build your brand values

If you haven’t yet identified the core values that drive your brand, this is your sign to do it (since it’s obviously something ingrained in your brand).  If you have your values, get re-inspired to leverage your values as a unique hook to set your brand apart.

02. Align with your audience

Don’t build your values in a silo.  Everything about your brand needs to be positioned towards your target audience since that’s who you’re talking to. Double check your values are shared by your best fit people so your value-driven brand resonates.

03. Translate into a core message

Create clear, frequent and clear communication that highlights your values.  Thread this through everything you do so you become known for it — that’s how your value-driven brand stands out.

CUSTOMERS WANT BRANDS TO BE GENUINE AND CARE ABOUT MORE THAN WHAT THEY SELL — YOU HAVE THE CHANCE TO BE THAT BRAND.

YOU’RE INVITED TO

UNVEIL YOUR BRAND MAGIC

Masterclass

Discover 4 Strategies To Create The Perfect Mix Of Unique Hooks That Set Your Brand Apart

We’ll Cover:

• What it takes to stand out in today’s market vs blend in

• 4 strategies to craft your brand’s unique hook

• Examples showing how other brands have found & leveraged their unique hooks

• Tips to get started with each strategy shared